Marketing Solutions Service Brands Case Study Service Brands Case Study Increasing brand awareness with LinkedIn Company Pages Using Company Pages to start conversations Service Brands International, based in Ann Arbor, Michigan, is the parent company of such leading franchise brands as Molly Maid, Mr. Handyman, and ProTect Painters. Key to the company’s growth is getting the word out about the value of its franchise opportunities. When Nicole Hudson joined Service Brands as its Franchise Marketing Manager, she saw the chance to help potential franchisees learn more about the business – particularly through LinkedIn. “We had LinkedIn Company Pages for the franchise brands and for the parent company, but no one had done anything with them for a while,” Hudson explains. “I realized that we could be using these pages to have conversations with franchise prospects, to raise our proﬁle with franchise brokers, and to keep the franchise growth message top of mind with our existing franchise system to prompt referrals.” These three channels, says Hudson, are instrumental in spreading the word about the franchise opportunity, so connecting with them on LinkedIn was a necessity. Challenge  Increase awareness of Service Brands and its franchise opportunities  Grow prospect pipeline with quality candidates  Improve search engine ranking Solution  LinkedIn Company Page  Status Updates Why LinkedIn?   Professional audience comes to LinkedIn to do business Social tools encourage engagement and content sharing Results   Followers increased by as much as 83 percent New followers are prospective franchise owners (target customer) Hudson decided on a three-part strategy for attracting an audience, and encouraging followers to learn more about franchises. Higher engagement helped grow lead pipeline  Three steps for raising awareness and reaching targets  Search engine rankings improved for all brands

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